Snapchat Spectacles are quite literally changing the social game as we know it. The simple act of walking in someone else’s shoes for 10 seconds achieves a level of authenticity that has marketers running for the nearest Spectacles Bot. Now that consumers can buy Spectacles online, wider access means more opportunities for creators and of course, the brands they love.
Hyatt is the latest in a number of companies taking advantage of Snap’s camera shades with “Seeing Through the Eyes of Others.” Eight Hyatt colleagues donned the glasses and will be sharing what they see with the world from Sydney, Cancun, Shanghai, Mexico City, Austin and Montevideo. Footage from these partners will be shared throughout the year across social channels like Snapchat (of course), as well as “internal and external sources,” according to a press release.
NASCAR made its Snapchat Spectacles debut with influencer flair for the Daytona 500 by giving a pair to NFL star, Ladainian Tomlinson and setting him loose. Tomlinson waved the green flag to kick off the race and shared his experiences with fans from the official NASCAR Snapchat account, as well as his own social channels.
See the green flag fly like never before.
— NASCAR (@NASCAR) February 27, 2017
Spectacles naturally lend themselves to influence marketing. First-person updates offer a kind of intimacy that fans appreciate, whether it’s walking the dog or strolling down the red carpet.
For the Golden Globes, event sponsor L’Oréal Paris gave Spectacles to two brand ambassadors and celebrity make-up artist, Sir John, to capture all the glamour from behind-the-scenes.
“At L’Oréal Paris, we are always looking for new and innovative ways to engage our consumers,” said Kristen Comings, vice president of integrated consumer communications. “Snapchat serves as a proven tool to engage audiences.”
Toyota became the first car brand to utilize Spectacles during an exclusive event in London on February 2. Promoting its new C-HR model, Toyota partnered with 100 media and lifestyle influencers including Dutch Snapchat creator, Laura Ponticorvo. “The Night That Flows” was an interactive production starring actress and model, Milla Jovovich in which participants were thrust into a fictional journey across five European locations. One hundred influencer partners all wore Spectacles to share their view of the glamorous night with the world.
Thank you everyone @toyota for such an unforgettable conceptual performance event last night! #thenightthatflows was an insanely cool project to be a part of and I can safely say that everyone part of the creative team, as well as the select group of journalists invited to "test drive" this live experience had a very special, truly unforgettable evening! Special thanks: @luca_pinknose #toyotaflow #ad #londondiary
“I was thrilled to be asked to be a part of this event,” said Jovovich in a statement. “I love that immersive theatre takes everyone on a completely unique journey and that no one experience is the same. It’s something I’ve always wanted to do, so when Toyota approached me with the idea, I was intrigued and knew I had to be a part of it.”
Now that consumers can purchase Spectacles more easily, brands will have to get creative in order to stand out . . . but these first few brands are certainly on the right track.